If you only want to sell, not sell

To all the people we like to buy, but few of us like to sell. Sales through customer education are the best sales strategy for your prospect feel more at ease and make the best purchase decision and, best of all … Most of the time you will be the best choice!

Global competition and excess supply of goods and services have pushed firms to seek customers “to below the stones.” If you are an entrepreneur, maybe this is your situation, however, when we put it on the client side is not as agradable.Recuerda every time you answer a phone call that after a “litany” of five minutes, just say “thank you very much miss, but for now I’m not interested” Are not you tired of getting these calls? What about all the brochures, flyers and other marketing material given to us in the streets, our homes or offices? Usually end up in the trash without any action we take to suggest that we buy or request more information on any of the products. But why does this happen? Simply because not all consumers are prepared to buy at the very moment we receive a sales call, email or print advertising, resulting in frustration of employers by the efforts and loss few results obtained with these sales strategies.

ventas a traves de la educacion del clienteWhen a company has a sales approach is to take an army of salespeople, telemarketing people and many telephone lines, plus lots of luck for your prospects are at the time of purchase when contacted by one of the sellers. On the other hand, if your company had a marketing approach, dirigirías all your efforts to attract customers through your brand positioning, showing that you are an expert in your area of ​​expertise and keeping constantly in the mind of the consumer, in the time when it needs your product or service, contact you to do business with you long-term business. This is the approach where the sale is achieved without pressure and allows you to increase your sales steadily, because the client is sure you want to work with you, because no one in the market has done what you did to give their products or services and this is what will distinguish you from all your competitors and you will achieve your sales budgets more easily.

Marketing through client education that primarily seeks to win the confidence and credibility in your market and then buy only the client, without pressure. This sales strategy will help you create strong bonds between your company and your client relationships that your competitors will be difficult to break and even if they succeeded, it is easier to bring back to your client that if just looking to sell your client not working on trust.

How does marketing through client education?

This strategy works and sales, first offer your information completely free leaflet, information to help you improve in different aspects of business life. For example, if you have a consulting firm in franchise development, you offer to your market a conference where you would speak of the benefits that companies have when they use franchising as a model for business expansion. mercadotecnia a través de la educaion al clienteIn this lecture I would speak of how much we gain from this strategy and the few risks that have to become a franchise. During the conversation amazing expose yourself to your market data to show you evidence of what you’re talking about and, with this, would be convinced that you are the most professional of all consultants and have a very good image of yourself and your company. Later, at the end of your conference, several people would approach you to ask you to give them an appointment and discuss your project because they found your presentation very interesting. Do you realize what’s happening? Your prospect is asking for an appointment! And think: “This is extraordinary, usually I have to make dozens of calls to get someone to give me a date.” But most important, not just one more quote but also your prospect trusts you because you are an expert in your business and not feel pressured because you’ve never tried to sell anything, which is open to your suggestions and of course, to do business with you.

But conferences are not an easy task and are not the only way to implement this sales strategy. I platicaré the most common strategy to achieve profitable and educate your customers and increase sales at the same time, surely you’ve already seen and maybe you have not noticed that is part of business strategy and marketing for entrepreneurs and public figures. You can do an exercise, attend your favorite bookstore and see books that are in the business section. You will notice that it is full of titles written by people who may never have heard named. The same happens if you visit the section where the law books, there are many authors who are not well known. Why do you think these people write their books but do not sell many? Because it gives them credibility, because the position as experts in their area and this allows them to sell their services, better and easier. Browse through the books and, if the authors are smart, they will always have contact details, names of companies, websites, phone numbers, and so on. These people use their books as a way to sell and market their services and often do not realize that.

Surely at this point be thinking, “Sure Armando, you’re asking me to become a writer of books, please! That’s one of the 100 talents that I have. ” Do not worry, no need to write a book. In fact, writing a book is a task that requires a lot of talent or luck plus money for a publisher to publish it. I’m not asking you to write a book, simply write an article as you are reading now. There are thousands of websites and electronic media on the net where you can post your articles, just choose the ones that are more focused on your target market or have greater exposure on the network, regardless of whether or not targeted to your industry . Internet allows you to have a far greater exposure to which would have through bookstores, including Amazon, the giant online book, or any traditional medium.

In summary, marketing and sales through customer education will achieve:

• Achieve business meetings more easily
• Put yourself in the sights of your target market
• position yourself as an expert rather than just as a seller
• When you expose real data, statistical and surprising, when you file your sales information will have much greater credibility
• you will delete any competitor in an elegant way
• will generate loyalty to your brand
• Among many other benefits

The secret of this sales strategy is to start with each article you write will be better than the last, not limit yourself. I have talked with many business and when I say it’s hard to write, just ask them to me Talk a little of the benefits that your clients have with their products and services and that’s enough for over half an hour talking about your business. Now we can write it, try it! Educate your market and customers will get more long term you could achieve with other strategies.

The difference between advertising a burger or taco and what you really served in a FastFood … careful about advertising your business

You go to a chain of “Fast Food” as Burger King, McDonalds or Taco Bell and the first thing you notice are the pictures of hamburgers or tacos there you sell. Immediately, if you had any questions, photos convince you to order.

While you wait for your order sure you keep looking the picture of the advertising of these foods and begin to mentally taste … oh surprise, when your food arrives it does not much resemble the photo advertising but total counts that already paid for your order and hunger overwhelmed.

I think we all passed a similar situation to the point that I think we’re finally convinced that there is no other and it is normal that the picture of a product advertising a company does not resemble the final product. The truth is that it’s not that well and certainly a business idea may lose many customers resorts to such gimmicks.

For proof of this in the Business Insider website published an important sequence of photos showing the gross discrepancies between the photos of burgers and tacos advertising versus what we actually serve.

It is singular and one of them is the fact that the height of the box the burger makes it impossible to enter into that box rather than making it obvious publicity stunt.

The ABC of franchising

Surely once you have thought, in their eagerness to start or simply as an idea of ​​new business, acquiring a franchise. If so or even if you’ve never thought about it, discuss with the contents of this article and discover the benefits and challenges of becoming a franchisee
The franchise model: making more with less risk
Finance and marketing, comprehensive approach
Undoubtedly, the franchise model is here to stay in Mexico, as it has proven to be one of the safest models of capital investment as the purchase’re buying experience, brand position, prestige, among other benefits. But what is a franchise?, You really should?; Who are the main players?, Cordially invite you to read this article which will explain this and other topics related to this exciting world of franchising.

Franchising is defined as “a business format aimed at the commercialization of goods and services according to which a given individual or another for a given time the right to use a mark or trade name, forwarding the necessary expertise allow certain goods and services market with uniform administrative and business methods. ”

The franchisor, who is the owner of the mark, is responsible for providing technical assistance in exchange for royalties (in most cases) and who manages institutional funds as well as advertising in local (depending on the type of franchise). The franchisee, in turn, is the person who acquires the rights to use the brand and business knowledge, with the intent to clone and help the positioning of the market.

The above definitions are basic principles to learn this business tested, which have a number of advantages compared to those of a business. Among these are:

- Increased efficiency in the new units directly operated by the franchisee and assessed by specialists.
- Lower equity investment in business expansion.
- Increased coverage and market development.
- Strengthening and preserving the brand.
- Increased movement of products / services.
- Standardization of processes.
- The investment is recovered in the development of the system by paying an initial fee and is obtained through ongoing royalty, a permanent income.

Once listed the advantages of franchising, we also list some negatives for those looking to expand their business in this way, because it is important to note that the option of franchising is not for all companies, we can not generalize a 100% success this business model and when dealing with executives and business owners with different views.

- Risk of misuse of trade names or trademarks.
- Strong initial investment in developing the franchise system.
- Risk of low rates of return.
- Risk of resistance from franchisees to meet timely payment of monthly royalties.
- Risk of pressure from franchisees to alter the methods of operation.
- Potential for breaking team spirit, loyalty and trust.
- Ability to enlist franchisees incompetent or unethical.

Given this, we can compare to your own business with a free road trip and the franchise with the same trip, but made by a toll road. Own way, apart from being longer, is more risky and does not give the assurance that the share offer. While in the path made by the toll road there is always the roadside assistance as well cared for and remodels the highway when necessary, all this in exchange for payment established by using the road, plus the distance is much shorter for this medium. In this example, we are ensuring that by choosing the toll road will not have accidents on the road. In a franchise it is the same: not 100% sure the success of it, because in the end it is a business and a business involves some risk. However, it is lower compared to a business in which the ideas are empirical and have not taken control of operations, resulting in a series of mistakes.

In short, franchises are highly profitable options, for both parties, franchisor and franchisee, and are earning benefits in exchange for responsibilities that position the brand and make the system much stronger.

I end my participation with a quote from Seneca Anneo Lucio says: “No discovery, and if we would contentásemos with what we know.”

How do more with less? Go through the path of leverage!

How I can do more with less? How I can serve more customers in my business? How I can increase my production ledge with less time for me? How I can cover more market using less of my time?

To address these questions hundreds of entrepreneurs have taken the way of leverage.

The real work of the business owner (even small businesses) is to work for and not in the business. That’s where the power of leverage. In your business every action you perform operations (instead of building it) should immediately take the following question: How can leverage to my advantage?

Although the issue of leverage is long, here I will cover the basic questions about it. Started by:

What is leverage?

The easiest way to define leverage is simply “do more with less” and then take this statement and submit it to the “nth” power. In fact the real leverage is to do more with less. This is accomplished business owner stops working in your business and start doing it for your business. And how a person can begin to leverage to achieve business and personal wealth?

The four areas where you start are:

1. Leverage through and education staff

This is the most obvious form of leverage. However, in most cases, it is done as it should. Part of the well known fact by most SME owners: You can not, or must-do in your business, so one day decide to delegate …. However, after a while you realize that nobody does it like you and decide to return to “fix” everything bad that others have. Of course, you’re the first to realize that you just can not serve more customers, or to further increase production, or to negotiate better deals for the time-your most valuable resource, not allow it, but I have suffered the painful experience of the delegation (for abdication). At that point you realize you are in a trap. How to get out of it?

The key here is far more than just stop operating the business, then you should consider delegating the appropriate function in the most appropriate place. This includes, successful recruitment systems (which incidentally are present in less than 5% of SMEs in Mexico) to the career plan for staff.

2. Leveraging through the systems and technology

The effective and well established systems can save lots of money and time. In fact, in many cases do not require huge investments to implement them. For example, a house painter could begin to regularly use leverage when roller instead of the brush when it’s right All business, craft seem, can benefit with this type of leverage because the key is knowing what to systematize . The basic rule here is: “systematizes routine, humanizes the exceptions.”

3. Leverage through deliveries

All businesses, including service-are based on two simple principles. First products to the customer’s hands and then have the client take it back. In the case of utilities, distribution systems are the means by which your prospects and customers find out they have and offer those services. In particular, leveraging through deliveries refers to the first part: make sure the products reach the hands of your customers in a timely, effective, affordable and warm.

Test and Measuring 4.Apalancamiento by

The last of the 4 areas of leverage is the Evaluation and Measurement. In fact in this form of leverage is the financial part (using other people’s money), but we will refer mainly regarding the strategies to be tested and measured. A good example of this is an indicator called “conversion rate” (which measures the number of customers you can get from 100 prospects), when this indicator is not measured, not controlled and therefore is not improved.

Before concluding a final consideration: Is your business “leverage”?

If you now have doubts these areas to apply leverage to your business, because yours is different, then you just confirm that your business is equal to all because all the owners say “business” is different. Does that not make them equal to each other?

And now if you have doubts when to start, you comment that yesterday was better than today, but today is better than tomorrow. Start now!